Two MSU Student Teams Take Top Chinese Advertising Prizes

Two teams featuring eight Michigan State University students won silver pencils at this year’s One Show Greater China Festival for campaigns they designed for Chevrolet.

MSU students Madeline Guzzo, Benjy Joung, Campbell Thompson and Amanda McCafferty worked together on the award-winning campaign as Team SpongeBaoBao. Joining them were three Chinese students they met the first day of the festival: Jiahao Yan, Lin Guo and Feng Pu. The team’s campaign introduced Chevy as a catalyst for cultural change in fighting sexism against women drivers.

The other award winners come from Team CC, featuring MSU students Parker Sessa, Eric Flewelling, Yi Rong and Zhen Feng. They were joined by Taiyou Chen, Hao Huang and Yuheng Sun to create a campaign that fused Chevy with China’s love for video games.

The awards, represented in the style of bronze, silver and gold pencils, went to three teams chosen by the panel of industry professionals working as mentors throughout the competition. Nearly 400 students competed at this year’s One Show, and MSU students made up 19 of them – eight went home with a silver pencil.

“Honestly, coming into the competition, I was expecting to be leaving after the first round,” Joung said after the ceremony. “The odds of having so many of us from Michigan State with silver pencils is incredible.”

Other recipients of One Show pencils included campaigns featuring mock game shows and drawings of children reinterpreting the automobile company’s logo. The awards ceremony followed a day of presentations from teams who survived the previous day’s round of cuts. All campaigns from MSU-based teams will be made available on this site at a later time.

Daniel Rayzel via the College of Communication Arts and Sciences website